3 Social Media advertising - Introduction Social media web sites provide unique marketing opportunities to target potential customers based on their demographics and what they are: Talking about, Searching on, Interested in. This primer provides an overview about the advertising opportunities on major social media web sites. Common to all Social Media Web sites is the need for effective keyword research and targeting to make sure your ad reaches the right audience. 3

4 Step 1: Keyword Research Create a Seed List Optimizing your social media advertising starts with keyword research. There are many free and paid tools you can use for research; we ll focus here on a few free tools from Google but there are a variety of options. The first step is to make a list of possible search terms and compare them against each other. This is called a seed list. Think about using layman s terms, rather than corporate terminology, when you make your list. Utilize the Google drop-down menu to help identify related search terms add to your list. 4

5 Step 1: Keyword Research Compare Keywords Once you have your list, compare your keywords with Google Adwords, which can help you understand how many people are using a particular search term and the relative number of sites that are optimized for the same term. Optimally, you ll want to choose a phrase with Low to Medium Competition and a high number of global or local monthly searches (depending on the geographies you serve). Note: Google Adwords is only as good as the words you give it! 5

6 Step 1: Keyword Research Finalize Your Keywords Take your top choice and compare with Google Insights. Google Insights shows you how words are trending, and can provide insight into external factors affecting demand, such as season effects and advertising/pr. Ultimately, you ll want to select a keyword that is trending positive (steady or increasing demand, focused on the right geos, etc.) Tips for Keyword Selection It is probably not a good idea to try to optimize for the same exact words as IBM you many not be able to compete. If you do want to use a similar keyword, try optimizing locally, for example, if you re located in London business analytics and optimization London, rather than just business analytics and optimization. This will help you target a slightly different audience. Make sure you don t have multiple pages on your own site competing for the same keyword. This is counterproductive! 6

7 Major Social Media sites Web sites that facilitate social interaction Social media sites are online services, platforms, or web sites that focuses on facilitating the building of social networks or social relations among people who, for example, share interests, activities, backgrounds, or real-life connections Companies with major scale (especially Facebook) are creating new opportunities for advertisers. Advertisers should explore and experiment with social media advertising because that s where customers share their experiences, spread word-ofmouth, recommend or review products and services. 7

8 Social Media Advertising Audience (Feb 2012) Facebook: 900 million+ members. Twitter: approaching 500 million users. LinkedIn: over 150 million members. YouTube: 4 billion videos. 490 million+ registered users Align your social media advertising to the right audience - quality not quantity. Not all social media users will be interested in your product! For more information, refer to Choosing a Social Media Platform. 8

9 Facebook Advertising Use Cases Awareness & Acquisition: get customers Deliver messaging about your company to connect with target audiences. Engagement & Community Building: build fans Cultivate fans to interact with, drive loyalty, and like you. Direct Response: performance advertising Invest in targeted media in order to drive a specific conversion. For a more general overview of Facebook marketing, refer to Facebook Basics. 9

10 Facebook Advertising Facebook Ads are not contextually based on page content. They are targeted to the user s profile data. Define your user profiles in business terms, rather than starting with targeting options yr. old males with an interest in technology living in Sydney, Australia yr. old women with advanced degrees living in Paris, France And so on Once you ve defined your profiles, use the social network s targeting options to best match them. 10

13 Facebook Ads: Next Steps Ready to advertise on Facebook? Try the Ad tool on Facebook experiment by choosing different elements of a user s profile so you can see the size of the potential audience your ad could reach. The tighter the focus, the better the results see below. Ad creative your Facebook ad will run based on your user profile targeting. You might want to create 2 ads to test for a specific time period to see which ad creative is more effective in attracting click-throughs. This ad showed up because I am an IBM employee. So ad must target IBM as an employer. This ad showed up because I have food, dining, restaurants in my likes. But I don t drink (no wine in my likes), so target too broad. This ad showed up because I used to live in CA. So ad must target California in the user profile. But I no longer live in CA, so target should have been current location 11/19/

14 Twitter advertising Promoted tweets In beta your tweets appear when users search on targeted keyword Context based on searches, hashtags as well as mobile OS Cost-efficient for smaller budgets to spread awareness. Use this to encourage followers to retweet. For a more general introduction to Twitter marketing, refer to Twitter Basics. 14

15 Twitter advertising Promoted accounts Available to all advertisers Featured in search results and within the Who To Follow section. Geo-targeted 15

17 Twitter advertising next steps SEO type research on hashtags and keywords so you can tighten the target audience as accurately as possible. Example: Keyword Cloud is too broad. Cloud Computing is narrower. Cloud Computing Software Define campaign and message to be relevant to keyword searches. 17

18 Tip 1 Social Media Tools - Twitter A Quick Glossary Twitter: A short message service (SMS) that serves as a micro-blogging tool for all users, free of charge. Tweet: A short message (140 characters) shared with your followers which anyone can see. May include links to other sites, photos or Twitter users. Reply: In order to reply to another user s Tweet, you must include sign before their username (no spaces), such This will then appear in their Twitter stream. ReTweet : (RT) Forwarding another user s Tweet so that your own followers can see it; a form of recommendation to your followers. Direct message : (DM) A private Twitter message that only the recipient can read. A user must be following you in order to exchange direct messages. Hashtag : A keyword used to join and monitor conversations about a particular topic. You can create any hashtag just by typing # before the word (no spaces), such as #IBM or #IBMSocialBiz (it is redundant to use #IBMSocialBiz if you are tweeting directly from account). 18

20 LinkedIn Advertising (B2B) Next Steps Similar to Facebook targeting, define and narrow the LinkedIn user profile to accurate pinpoint your target audience. Graphics are 50x50 pixels. Examples: This ad showed up because my work experience is in high tech. This ad showed up because my work experience is specifically Web. This ad showed up because I am in Austin, TX, and this school is in Austin. Ad must target Austin area professionals. 20

22 YouTube YouTube Advertising: TrueView optimize your video by keywords and only pay for views. First Watch be the first video YouTube viewers see all day Display Ads your ad runs as an overlay of a video that has a matching keyword or category (480x70 pixels) with optional companion ad (300x250). 22

23 YouTube YouTube Advertising: Homepage Ad Own the front of YouTube for a day. 23

25 Keywords example for social business and web experience social business social software social business software what is social business what is social software social for business web experience web design experience user web experience rich web customer experience * Targeting can be narrowed by geography, by another profile element, by mobile operating system, by job title and so on. 25

26 Sample ad copy: social business messaging Facebook ad: Title (25 characters max): IBM Social Business Body (125 characters max): Take the next step in the evolution of business. Get started today. (hyperlinked to URL) Transform your business. IBM Social Business can help. Visit URL and get started. Twitter ad: Define keywords: social business Body (140 characters max): Want to become a social business? Need direction? IBM and (insert IBM Business Partner name) are social business experts and can help you. Visit URL. LinkedIn ad: Title (25 characters max): Become a social business Body (75 characters max): Learn how (insert IBM Business Partner name) can help. (hyperlinked to URL) 26

28 Sample graphics URL TBA Graphics cannot be modified without permission. Business Partners can locate and use the assets from the IBM Co- Marketing Center at https://www.ibm.com/partnerworld /page/pw_com_cfm_index 28

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